Social Media Intelligence Guide P1 Moving from Social Listening to Social Intelligence Overview

An essential step for success is to tie social feedback to non-social data and make sure that social media does not live in a silo. It’s important to manage your data as a whole, creating an equipped reporting system. Integrations could be with your customer relationship management system, business intelligence tool, customer-care platform, or any of your other social marketing platforms.

Once formerly siloed teams across your business are finally connected by data, people, and systems, you’ll be able to use integrated tools and metrics to map value and drive smarter decisions. Understanding your goals and metrics throughout your company will allow your team to fine-tune your social strategy and Key Performance Indicators (KPI), ensuring that you bring valuable insights back to the organization.

Listen: It All Starts with Data

Social listening is the active monitoring of social media for information about a company or brand, usually tracking social media conversations, mainstream news, blogs, forums, and other user-generated content.

Social data gathered from social media listening provides valuable insights into a brand’s overall visibility on social media, allowing them to measure the impact of marketing campaigns, identify opportunities for engagement, assess competitor activity, share of voice, and be alerted to impending crises. It can also provide valuable information about emerging trends and what consumers and clients think about specific topics, brands or products. Sophisticated monitoring With access to more volume and more relevant data, sophisticated monitoring solutions can solutions can help you get more robust and sophisticated help you get insights. They can help you discover appropriate keywords, languages, regions, and types of more robust and social media – revealing share of buzz and sophisticated undiscovered social trends around your product or brand. Most importantly they help you zero in insights. on the right people, conversations, and relevant activity about a particular brand, product, competitor, or industry. Knowing how to collect, study and focus on the most relevant topics to your brand, will help you optimize your campaigns, and ultimately your business objectives.

Now that we’ve outlined what social listening is, let’s cover how to build upon social listening to implement a Social Media Intelligence strategy, and the benefits these strategies bring to your customers and your business. Analyze: Turning Data into Insights

It’s time to embrace metrics to better understand, measure and optimize your social media programs. Social media measurement done right will help you:

• Make sense of all that data • Focus on the right information • Measure Return On Investment (ROI) • Fuel business strategy and business outcomes

Social media measurement is a lot more than tracking Facebook likes, Twitter followers, and measuring sales margins. Monitoring your brand’s presence on social media shouldn’t be complicated. The KPIs you track need to be simple, reflect your business goals, and online marketing initiatives. With objectives and relevant KPIs set, you’ll be able to assess campaign performance, demonstrate business impact, and use social media data in future business decisions.

Share of Voice (SOV) is one of the most commonly used metrics for measuring social media performance. Your brand’s SOV represents the number of social media mentions your brand has gotten, from the sum of mentions of you and your competitors. The purpose of this metric is to see how often your brand is being discussed compared to your competitors. Knowing your brand’s SOV is key to understanding the effectiveness of your advertising, public relations, and overall online marketing efforts. Monitoring your brand’s To benchmark your brand’s reputation and presence on those of your competitors, another good approach is to focus on a methodology social media similar to Net Promoter Score (NPS). NPS shouldn’t be measures consumers’ attachment to a brand by asking them one straightforward question: complicated. “How likely is it that you would recommend to a friend or colleague?” Connect and Scale: Integrate & Streamline Your Social Strategies Across the Enterprise

Once companies have built the foundations for Social Media Intelligence, they are now ready to connect and scale across their enterprise, making social media data visible throughout the organization; across systems and departments.

Social data is no longer “owned” by social media teams but treated as a strategic resource for the whole enterprise. You can now use social media insights to influence campaign objectives, sales strategies, and resource allocation.

Organizations who successfully connect and scale their social marketing initiatives can now see social media data moving fluidly through integrated business tools, across departments and into the hands of whoever needs it. The entire organization can now be more informed and responsive to the voice of the customer. Create & Share: Uncover Ideas for Content Marketing

Social Media Intelligence allows you to place your finger on the pulse of what’s trending and gather inspiration for timely campaign and content ideas. Listening will help you understand where your community lives (Twitter, forums, blogs, etc.), what languages they speak, and how to best promote your content to reach them accordingly.

Social Intelligence platforms can uncover your biggest influencers. With the right Social Media Intelligence tool, you can drill down into your data and discover the most influ- ential social media users around your industry or brand.

You can identify influencers in a variety of ways including country, sentiment, media value, mentions, interactions, reach, impressions, rank and more. Using these filters will help you differentiate between general popularity, and brand/industry relevance, to find the influencers that matter most to your brand.

Now that you have these insights, engage with your influencers and advocates and equip them to help out. Once equipped, advocates can help share your marketing messages and even answer questions in active online communities. Some of the best and most effective brand content is curated from brand communities because it’s genuine and authentic. consumers’ attachment to a brand by asking them one straightforward question: “How likely is it that you would recommend to a friend or colleague?

For example...

Buick wants consumers to change the way people think about their brand. To do so, the major automotive brand encouraged its advocates to share stories about why they love their Buicks. In just a couple weeks, Buick advocates wrote over 1,600 love letters and 16% of those advocates had shared them on Facebook. Engage & Collaborate: Building Social Engagement & Community

Social Media Intelligence has enabled big brands to provide a more personal touch for engaging with their customers and developing a community around their brand.

Engaging your audience is critical for building a positive image around your brand, and letting your customers and community know that you care about their feedback. Creating meaningful experiences on social channels will humanize your brand, inspire action, and build brand awareness and loyalty.

People are constantly sharing their experiences with your brand on social media – so you need to be listening in order to be aware and ready to chime in with help. Chances are you’ve seen frustrated tweets or Facebook updates in your network, complaining about a brand’s product or service. The companies that respond to these complaints with helpful information are regarded highly throughout social media and benefit from higher customer retention rates.

By listening to these conversations and helping in real-time – you will turn a negative situation into a winning customer experience, and develop strong, life-long relationships with your customers. Some customers will even turn into active advocates for your organization throughout the social space and beyond.

A Social Media Intelligence tool will help you do just that by showing you who your influencers are and alerting you to customers who’re having a negative experience. Choose the Optimal Organization Methodology: Centralized vs. Localized

When implementing a new Social Media Intelligence solution, there is a common tendency towards centralization. Many organizations believe that the best course of action is to build a fully centralized listening and engagement platform that can serve all global needs consistently. While this type of structure makes the most sense from a profit and loss perspective, there are a number of challenges that must be taken into account to ensure success.

Speak the CEO/CMO Language: Build Business-Driven KPIs

A crucial step toward achieving enterprise- wide Social Media Intelligence is to set up KPIs that address real business challenges. When setting up KPIs, it’s important to take stock of the different roles and objectives of each department within your orga-nization. Establishing KPIs that are department-spe- cific will help streamline the data gathering and deliv-ery process, ensuring that each department is receiving data relevant to its business goals. While each team may use social data in different ways, it’s critical for all teams to track results against topline business KPIs. Having a Social Media Intelligence program that is built upon business-driven metrics will ensure that teams across the enterprise are coordinated in their pursuit of company objectives.

Agree on a Report Structure for All Use Cases

Reports can be time-consuming, expensive and difficult to scale. It’s important to define in advance the format of report expected and the type of KPIs/insights to be included in order to maximize value.

Social data can be sliced-and-diced, twisted-and-turned in numerous ways and applied to a wide variety of questions and business issues. Benchmarking is important when it comes to choosing how you will define and report on your KPIs. In a world where data availability is in constant flux and each medium allows for different levels of analysis, it is critical to ensure consistency of approach and choose metrics accordingly. Define an Action Plan for Escalation: Connect and Scale

Connecting social media across departments is critical because social data represents the voice of customers and can impact all business units (customer care, sales, etc.). When sharing social data across departments, it is important to clearly lay out processes for dealing with findings as they are surfaced.

For example, complaints about your product or brand need to be addressed in a timely fashion, and so it becomes essential to have defined responsibilities, such as addressing consumer complaints that span several departments.

Speak the CEO/CMO Three Ways You Can Begin Today:

1. Develop a strong, enterprise-wide social media policy Develop and implement a clear social media communications policy to share with your employees. It’s essential that everyone in your company understands your organization’s unique rules of engagement on what company information is acceptable to share, when, by who and on which social platforms.

2. Create a Social Engagement Playbook Your social media playbook should be a “how-to” book for your employees, built on the fundamentals of your social media policy. Your playbook should also detail a process for communication with your customers, including when to take engagement offline, and route them to the right customer support representative. Include a process for responding as quickly as possible to your consumers, and prioritizing engagement around negative feedback.

3. Create a Crisis Escalation Plan Define what a crisis is for your company, and build a crisis response chart with several levels of severity. This chart should outline who will be tasked with what, in each situation. Set up alerts in your social listening tool to ensure you are aware of a crisis before it escalate. Base the alerts on:

• Data spikes to watch for unusual activity and volume • Keywords or phrases related to your most sensitive topics • Specific social networks in which the conversations are taking place • The level of engagement the concerning mentions are generating • The duration during which unusual activity is taking place

Synthesio has worked with many brands to create social media communications strategies, including a financial services client, who built out a six-tiered alert process. For each tier (level of crisis) an alert system was put in place to ensure the appropriate employee was alerted at the time of crisis. Conclusion

Data from social media listening provides brands with Social Media Intelligence — critical insights into a brand’s reputation on social media — which lets them measure the impact of marketing campaigns, identify opportunities for engagement, assess competitor activity and share of voice, and get alerts on an impending crisis. Social Media Intelligence can also provide brands with valuable information about emerging trends and what consumers and consumers think about specific topics, brands, and products.

Implementing a social intelligence program at scale is critical for brands seeking to maximize today’s social-driven markets and consumers. Before your brand can put a solution in place, it’s essential to establish and share top-line business KPIs, interdepartmental workflows, and execution guidelines throughout the organization so that they are clear to all involved parties. This will ensure that all teams are measuring success against the same business objectives, regardless of departmental differences in business objectives and KPIs.

Solidifying these details will also pave the way for a predictive analytical program that will help you build stronger campaigns and optimize campaign-specifics on the fly. With such a plan in place, your campaigns will drive higher ROI. By leveraging social data across departments and getting it into the hands of everyone who needs it, the entire organization can now be more responsive to the voice of the customer and make data- backed business decisions. About Synthesio

Synthesio, an Ipsos technology company, is a global leader in the latest report on Social Listening Platforms published by an independent research firm. Synthesio provides brands and agencies around the world with social listening tools and audience insights to measure the impact of social and mainstream media conversations. The Synthesio Social Media Intelligence Suite surfaces actionable insights — both qualitative and quantitative — from the most extensive collection of data on the market. Business units can leverage Synthesio dashboards, pre-built use cases, customizable reports, and social media command center displays — coupled with Ipsos social intelligence services — to make strategic business decisions. Synthesio was founded in 2006 and has offices in New York, Paris, London, Singapore, and Brussels.

Talk to an expert and learn more about how our Social Media Intelligence Suite can help your business optimize campaigns and drive ROI.

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